The Boomerang Effect of Mandatory Sanitary Messages to Prevent Obesity

Caroline Cuny, Grenoble Ecole de Management, France
Carolina Werle, Grenoble Ecole de Management, France
In order to prevent obesity, French government imposes industries to insert health messages on advertisements. This requirement seems righteous, nevertheless it has unexpected adverse effects. An experiment collecting implicit and explicit measures shows that adding a sanitary message could fill in consumers’ need for justification leading to a greater acceptability of the advertised product.
[ to cite ]:
Caroline Cuny and Carolina Werle (2011) ,"The Boomerang Effect of Mandatory Sanitary Messages to Prevent Obesity", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.